IO Integration Marketing Technology Blog
Providing Creative Operations and Marketing Technology Professionals resources for getting the most out of their production workflows.
The idea of digital asset management (DAM) has come a long way since the early days of simple filesharing. We’ve moved on from the days of popping something onto a flash drive and passing it around the office. Now, in the age of metadata and semantic databases, we’ve got a much more efficient and effective way of managing digital assets. But the thing with evolution is that it continues, especially when you’re looking at the advances in technology. This is part two of one, read part one here!
As consumers, we experience a non-stop barrage of messages; from watching television and surfing the web, to checking our smartphones. While many of these messages are from friends, colleagues and acquaintances, we’re also being marketed to; enticing ads popping up (a sunny beach when we’re trudging through the rain), designed to make us spend our hard-earned money.
By leveraging semantic database technology marketing organiations can have greater control over digital assets and be able to correlate that information with other assets and distinguish relationships between digital assets and target audience.
In a relatively short space of time, consumer tastes and demands have shifted dramatically. We now live in a world that is so much more connected and socially active than any time previously, and this has changed how brands must market themselves.
In today’s omni-channel marketing environment one of the leading challenges for brands is consistency; Consistency of messaging, of content, and ultimately of the customer experience. All of these elements should work together to help attract new customers and retain loyal shoppers — something aided by consistent messaging.
Recently, an agency needed a DAM solution, otherwise known as Digital Asset Management. Surprisingly, their number one requirement to add DAM to their existing software stack was motivated by…Human Resources.
There’s little doubt that technology has a role to play in streamlining and enhancing marketing production. However, from the decision to implement one of these systems, five critical issues require attention.